The full package of package-free retail environments: A mixed methods study on multiple stakeholder perspectives of package-free shopping

Abstract

Increasing sustainability concerns related to single-use packaging and packaging waste are prompting major packaging innovations, including package-free shopping as an alternative, potentially sustainable way to shop. This research explores how supermarkets might facilitate transitions to package-free shopping from a multiple stakeholders perspective, in line with the following research questions: (1) how do perspectives on package-free shopping differ between supermarket representatives and consumers, (2) how do perspectives differ within stakeholders depending on their responsibilities and levels of experience, and (3) what can stakeholders do to overcome barriers to package-free shopping, considering potential differences between perspectives and actual behavior. With four qualitative research studies in Belgium, involving 13 semi-structured interviews with store supervisors and managers, 4 store observations, 56 in-store consumer observations, and a “Shopping with Consumers” multimethod research design with 18 participants, the authors present an integrated discussion of facilitators and barriers, store design, reusable packaging, product categories, product information, branding, and interventions. The authors find general overall support for the transition to package-free products, but they also identify prominent barriers (e.g., organizational/time efforts and hygiene concerns) and retail environment perspectives, which vary between the different stakeholders. Supermarket representatives and consumers disagreed about package-free product categories and the use of standardized packaging. Also differences within stakeholders emerged, with store supervisors and managers having varying priorities, as well as differences between inexperienced and experienced package-free users. Furthermore, consumers' real-life behaviors in retail environments and current store designs do not always correspond to participants' claims. The findings of this research show that a multilayered approach is required to align stakeholders' visions and facilitate the transition towards package-free shopping. We also provide practicable insights to retailers, product manufacturers, and public policy makers determined to attain environmental benefits.